Lubricants and automotive services company Valvoline Cummins has launched a TVC named ‘Baccho Jaisa Junoon’ (child-like passion). Conceptualised by Leo Burnett, it aims to remind users of its 150-year old legacy to stay original.
The film opens up with Valvoline’s employees walking towards their workplace as adults and entering as children, indicating the child-like passion that they have, while doing the work they do.
Sandeep Kalia, managing director, Valvoline Cummins, said, “Changing with time but staying original is our motto and with the same commitment and passion, we have built trust with our channel and consumers over the years. We are one of the fastest-growing lubricant brands in India and the released campaign ‘Bacho Jaisa Junoon’ is testimony to our 150 years of trust and credibility that the brand enjoys world over.”
Ipshita Chowdhury, chief marketing officer, Valvoline Cummins, said, “Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us. What keeps us going is our relentless passion and curiosity around evolving technology that helps us create offerings in tune with consumer trends. The creative inspiration came from the inherent curiosity and originality children have and the passion they exhibit. That in a way embodies our brand’s essence, making use of the original engine oil.”
Arjuna Gaur, executive creative director, Leo Burnett India, said, “Valvoline is positioned as the original engine oil across the globe. Our attempt was to craft an interpretation that will resonate best with the Indian audience. We wanted to showcase what makes and keeps the brand original, its passion for continuous innovation, in an interesting manner. The idea was to capture the innate curiosity and passion that children have when they are determined to do something. Valvoline has the same passion to stay original and deliver the best engine oil for every automobile.”
The campaign will run across all popular GECs, news channels and digital platforms.
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